CBC Gets Curious with New Brand Campaign

CBC has launched a new campaign, ‘Get Curious,’ ushering in the next phase of the broadcaster’s refreshed brand identity, ‘It’s a Canada Thing.’ With a modern, bold and fun tone, ‘Get Curious’ highlights how CBC’s unique programming engages and encourages Canadians’ natural curiosity. CBC created the campaign in collaboration with Juniper Park\TBWA, with national media planning from IPG Mediabrands agency Initiative. 

The campaign launched in late January across Canada on broadcast (owned & operated), OOH, OLV, Connected TV, digital, social and search.

“Rooted deeply in Canadian truths, this next phase of our brand campaign is driven by the understanding that millennial Canadians are naturally curious and interested,” said Maya Kane, executive director, marketing and communications, CBC. “The playful themes featured in ‘Get Curious’ showcase CBC in a new light, and reinforce how the full range of our content offering is a culturally relevant part of today’s Canada.”

Top of mind throughout the process was ensuring hyper-cultural and contextual relevance in all campaign materials. The joint creative teams at CBC and Juniper Park\TBWA wrote over 100 content specific lines to guarantee they would deliver the right creative, to the right audience, at the right time. This works hand in hand with creative placements to engage people across Canada during their regular routines and grab their attention with work that unlocks their natural curiosity. Delivering on that curiosity, the creative then satisfies with a QR code or click-through linking directly to the content that piqued their interest.

“Helping pique Canadians' curiosity in order to unlock content they may be missing out on in everyday spaces and moments was the win for us. The creative collaboration sessions with our client partners was a fantastic way to tackle the ask, then help develop a concept that had the flexibility and ability to engage people, as well as to encourage them to play with the CBC brand countrywide,” said Neil Walker-Wells, executive creative director, Juniper Park\TBWA. 

TBWA’s ‘Edges’ served as inspiration throughout the creative development process. Stemming from TBWA’s Backslash cultural intelligence unit and powered by a global network of over 300 Culture Spotters from 70 offices around the collective, Edges are released and re-assessed on a yearly basis. Edges are meaningful cultural shifts that have the scale and longevity to help brands capture a greater share of the future, and drive disruptive ideas such as ‘Get Curious.’